Searching in Choice Mode: Consumer Decision Processes in Product Search With Recommendations

Benedict Dellaert, Erasmus University Rotterdam, The Netherlands
Gerald Haeubl, University of Alberta, Canada
Providing recommendations that sort alternatives in terms of their predicted attractiveness transforms consumer decision processes during product search. Such recommendations shift the focus from deliberating whether to inspect additional alternatives towards comparing alternatives already encountered, which is typically associated with choice from predetermined sets of alternatives and not with search.
[ to cite ]:
Benedict Dellaert and Gerald Haeubl (2011) ,"Searching in Choice Mode: Consumer Decision Processes in Product Search With Recommendations", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 473-474.